This paper focuses on the spread of degrowth proposal into Italian politics and highlights the results that such proliferation entails. The research emphasizes individual activity and explains the increasing of degrowth practices not as the result of institutional driving forces but as a consequence of single actions fostering all together a cultural change. We focus on the Virtuous Municipalities’ Association (VMA), a network of several Italian municipalities that has been the first national association to adopt degrowth in Public Administration.